Ladbrokes Coral launches in-running player prop betting

Ladbrokes Coral (LCL) has launched in-running player prop betting in partnership with provider Digital Sports Tech (DST).

The product, which went live last week, is initially available on World Cup football, and will be extended for the upcoming domestic football season across the Premier League and Champions League.

The in-play product extends the pre-match partnership between LCL and DST, and offers offer markets on all starting 20 players across 6 statistics (Goals, Assists, Shots, Shots on Goal, Tackles and Cards) totalling 300+ markets.

“Taking our successful pre-match offering in-play was a natural next step for our business, especially given we knew up to 80% of turnover for most operators across Europe now comes from live betting,” said DST chief executive Ari Lewski.

“Player prop betting is definitely growing in relevance and popularity and is arguably the fastest growing segment in sports betting. A recent survey of bettors showed 42% prefer to follow individual player performance over team performance, which is a reflection of the next generation of customers coming through.

“As such, there’s a strong case to say player props has quickly transitioned from being a “nice to have” part of a sportsbook’s offering to a “must have”, and any operator with an inferior props offering now risks being disadvantaged against their competitors.”

DST said it would be rolling out the in-play props engine for US sports as well, including MLB, NFL and NBA.